เข้าใจเอกลักษณ์ของการออกแบบของที่ระลึกและของทำมือ กรณีศึกษา สำหรับนักท่องเที่ยวที่บริโภคสินค้าที่ตลาดนัดจตุจักร
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งานวิจัยนี้จัดทำขึ้นเพื่อสำรวจความสำคัญของการออกแบบและการจัดการที่มีผลต่อพฤติกรรมการบริโภคของลูกค้า โดยใช้การสัมภาษณ์และสังเกตพฤติกรรมที่จตุจักร ซึ่งเป็นแหล่งช็อปปิ้งยอดนิยมของประเทศไทย นอกจากนี้ ผู้วิจัยยังพยายามทำความเข้าใจปัจจัยที่กำหนดเอกลักษณ์ของของที่ระลึกและของทำมือ และเหตุผลที่สินค้าเหล่านั้นมีผลต่อการตัดสินใจซื้อของลูกค้า งานวิจัยนี้เป็นวิจัยเชิงคุณภาพและทำขึ้นจากสถานที่จริงในกรุงเทพ จากการสัมภาษณ์ผู้บริโภคทั้ง 74 คน โดยกลุ่มตัวอย่างเป็นชาวต่างชาติเพศหญิง โดยให้อธิบายเกี่ยวกับร้านของที่ระลึกและของทำมือในตลาดนัดจตุจักร จากผลสำรวจสามารถจำแนกคำตอบได้เป็น 5 ประเภทหลัก ๆ ได้แก่ สภาพแวดล้อมของร้านค้าและการจัดวางสินค้า 48.23%การใช้งาน 24.68% รูปลักษณ์ 22.02% ฟังก์ชั่นการใช้งาน 2.73% และการบริการ 2.34% จาก 4 ประเภท คำตอบที่มีคนเลือกมากที่สุดนั้น สามารถระบุเพิ่มเติมได้ดังนี้ ความสวยงาม ความพึงพอใจ การเป็นแบบอย่างความแปลกใหม่ และความคิดของผู้บริโภค
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